Create custom funnel reports

Analyze conversion rates between stages with custom funnel reports. You can choose between lifecycle stages or deal pipelines.

Please note: the following functionality is currently in beta. To access the beta a super admin in the account needs to navigate to the funnel builder and click Get early access to the new funnel builder in the bottom left. Learn more about opting into betas.

Contacts, deals, or company funnel

You can create a funnel report to view how contacts, companies, or deals are moving through lifecycle or deal stages over time.

To create a contacts, deals, or company funnel report:

• In your HubSpot account, navigate to Reporting > Reports.
• In the top right, click Create report.
• Select Funnel report.
• Select a data source:
  • Contacts: measures how contacts are moving through their respective lifecycle stages.
  • Companies: measures how companies are moving through their respective lifecycle stages.
  • Deals: measures how deals are moving through their respective deal stages.
• In the left panel, click Add new stage.
• In the Stage pop-up box, select the events you want to include in that stage. Then click Save.
• To make a stage optional, hover over the stage, and select edit Edit stage. In the pop-up box, click the Optional checkbox in the top right. Then, click Save. A contact, company, or deal will not have to go through that specific stage in order to continue along the funnel report. If a contact, company, or deal makes it to the last stage, they will be included in the total conversion rate. The first and last stage cannot be made optional.
• When you have finished configuring your stage, in the top right, click Run report to display your data in the right panel. Use the filters at the top to filter your data:
  • Contacts (Contacts data source): view all contacts or filter by contact lists and properties.
  • Companies (Company data source): view all companies or filter by company lists and properties.
  • Deals (Deals data source): view all deals or filter by deal lists and properties (e.g. Amount).
  • Date range: the dates the activities occurred. 

Please note: the date range filter will filter data in the report by the date of the activity (touchpoints or events) not the date when the contact or deal was created. For example, if a funnel report has Stage 1: Discovery, Stage 2 : Closed won and the date range is last 90 days, a deal that was created 6 months ago would appear in the funnel report if it went through both of these stages in the past 90 days.